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Top Eleven - Be a Football Manager is the most popular social sports game in the world with over 12 million active users. In this presentation, Nikola Cavic explains how Nordeus published and pushed Top Eleven to the number one spot by recognizing and embracing gaming audiences in the emerging and alternative markets, instead of focusing on the primary markets. He also addresses the challenges Nordeus faced in attempting to monetize Top Eleven customers in these markets and presents several ways to overcome such issues.